Apple Plans September Event to Unveil iPhone 18 Pro and First Foldable iPhone

Apple is expected to hold its annual iPhone launch event on September 8 or 9, continuing its tradition of early September announcements, according to Bloomberg's Mark Gurman. The event will showcase the iPhone 18 Pro, iPhone 18 Pro Max, and a rumored new Ultra model, which is anticipated to be Apple's first foldable iPhone. This launch will mark a split in Apple's release strategy, with the base iPhone 18 and the second-generation iPhone Air models postponed to a separate event in spring 2027. This staggered approach aims to spread out hardware releases throughout the year rather than concentrating all iPhone models in one event.

Despite the familiar timing, concerns remain about potential price increases. Reports suggest Apple may raise prices by approximately $200 compared to the current generation, continuing a trend of rising costs across its product lines. The iPhone 18 Pro is expected to feature a new 2-nanometer chip, a smaller Dynamic Island, a variable aperture camera, and improved battery life. However, it is unclear if these upgrades will justify the higher price. The cost of the foldable Ultra model is also uncertain, partly due to a growing shortage of memory chips driven by high demand from AI companies, which could increase production costs and consumer prices.